ABSTRACT
Horses usually are marketed by three methods: livestock auctions, ranch sales, and horse brokering that involves listing agents, trainers, or professional horse dealers. Horses create special marketing problems sometimes because of the very personal involvement of people. The livestock auction is the first and foremost marketing method for horses; it is the backbone of the horse industry, the cattle industry, and any other type of industry related to livestock. One area of concentration should be on conditioning. As a matter of fact, many sales have an award for the best-conditioned horse. People involved in the horse industry usually start with ranch sales and often continue with them as an additional marketing method. Agents who broker horses are trainers, dealers, and livestock listing agencies; all usually operate on an individual basis with many variables in the commission structure. More listing agencies have been appearing on the horse marketing scene because sales have been increased.
